We all wear different hats depending on the context. In the world of business, we certainly wear the hats of both customers and marketers. As customers, we know how we want to be treated from a service perspective, and as marketers, we want to market effectively so that our customers continue to come back, do business with our company, and increase our revenues and value. The customer experience, in general, is a very personal endeavor as we can see both sides of the story.
Getting personal about the customer experience means being specific, being relevant and being quantitative. You can’t relate to things that you don’t understand, and understanding your customers’ wants and needs means being able to describe them with quantitative data, or Metrics. You need to truly understand your customers to be able to interact beneficially with them, and you can only accomplish this by having all the data organized in a meaningful and useful manner, always updated, accessible and available in real-time. That way, you can deliver the most relevant and timely customer experiences – the kind of experiences you, as a customer, would want.
Today’s customers are on the go and are constantly multi-tasking. A lot of their time is spent online and on various devices at all hours. They are looking for the most convenient ways to live their lives, and this includes doing business with service providers who can give them the greatest value.
When it comes to the need for greater customer experiences, in today’s digital economy, building relationships comes with more frequent, but shorter interactions. Years ago, customers would interact with their service providers at the local branch or office. They would have face-to-face conversations that would take some time, but they only happened on an as-needed basis. Now, customers have more access points to their service providers, mainly digitally. They can interact via your website or app, through phone calls, emails, texts, and via social media and chat. These kind of interactions take less time than an in-person visit, but they happen much more frequently. They are also more superficial than in-person interactions, making it even more important to have each one count.
You need to get on your customers’ journey bandwagons and take advantage of all of these touch points and interaction moments. And, the only way to do this is to be nothing but relevant, in all areas of your messaging, timing, and, especially, related and relevant to the customers’ context.